Savvy shoppers help The Perfume Shop to best day ever

Christmas shoppers sniffing out a bargain helped The Perfume Shop record its best ever trading day, the retailer said today.

The budget smellies retailer said it had the best day in its 21 year history on 23 December, while sales in the five weeks to Christmas also rose by 4.5%.

The chain, which has 260 shops nationwide, said Paco Rabanne Invictus and One Direction Our Moment, the fastest selling perfume in history, were among the best selling products over the festive period.

The strong trading makes the chain one of the winners of the Christmas period, which has been mixed for retailers. While shops such as House of Fraser and Next have faired well, well-known names such as Marks & Spencer, Debenhams and Tesco have struggled.

The Perfume Shop's success also adds to growing evidence that consumers were exceptionally savvy with their budgeting this Christmas, forcing retailer to discount earlier and deeper than planned.

The Perfume Shop's managing director Jo Walker said: "Our customers are looking for value for money, without compromising on the gift, which is at the forefront of our offering.”